Tea in Europe: Tradition, New Trends, and a Search for Meaning

Ksenia Hleap
1 day ago
3 min read

Tea in Europe: Between Tradition, New Trends and a Search for Meaning

This summer, traveling through several European countries, one thing struck us: tea is changing. It is changing form, moment of consumption, audience… and above all, it is gradually leaving the traditional frame long reserved for it.

In cafés, concept stores, wellness venues or simply in consumers’ hands, new habits are appearing. And among them, one trend is impossible to ignore: the spectacular boom of matcha.

Matcha, from Japanese tradition to European phenomenon

Walk through Europe’s major cities today and you see it: matcha is everywhere. Matcha latte, iced matcha, matcha pastries, desserts, smoothies… Japanese powdered green tea has become far more than a niche product.

Its success rests on several intersecting phenomena. First, the search for consumption perceived as more natural and more “functional,” with growing interest in drinks linked to well-being. Next, matcha has a major advantage in today’s social-media world: its color, preparation and aesthetic make it a particularly visual and easily identifiable drink.

It also answers a shift in habits: some younger consumers look for alternatives to coffee without giving up energy or the ritual of a stimulating drink. Matcha thus fits perfectly into this new wellness culture and premium-drink scene.

Market data confirm the impression. In Europe, the matcha market is now estimated at several hundred million dollars and should keep growing rapidly in the coming years. Germany is among the largest markets, while France, the United Kingdom and Spain also take part in this dynamic.

Beyond the figures, what is especially interesting is the change in perception: matcha is no longer only a traditional Japanese tea. It is becoming an ingredient, a ritual and even a cultural marker of a certain way of life.

Spain and the surprise of maté

Our European trip this summer also allowed another interesting observation: the growing appeal of maté in Spain.

Yerba maté obviously has a history and culture deeply rooted in South America. Yet it seems to be finding its place in the European landscape, particularly in Spain.

Maté appears in different forms: served cold, in cafés, in hybrid spaces between coffee shop and social venue, or among a young clientele looking for new drinks.

This trend is especially interesting because it is still far from uniform across Europe. In Spain, maté benefits from cultural and historical ties with Latin America, which eases its adoption. The phenomenon is marked enough that the Spanish press now speaks of a real rise in consumption.

Maté could thus be one of the next drinks to watch closely on the European market. Still relatively discreet in many countries, it has several strengths that match current expectations: naturalness, strong identity, ritual, sociability and the possibility of hot or cold consumption.

And if the real trend were finally… diversity?

It would be reductive, however, to sum up the evolution of the European market by matcha alone.

What we observe above all is a growing curiosity for the diversity of teas and infusions. Consumers want to understand what they drink, know its origin, discover new flavors and try new ways of consuming.

Black, green, white, oolong, fermented teas, flavored teas, herbal infusions, blends… The border between traditional tea, wellness infusion and new gastronomic drink is becoming more and more porous.

This evolution matches a broader trend in the European food market: seeking pleasure, authenticity, quality and a story at the same time.

Tea has precisely all these assets. Each origin, each terroir, each variety and each processing method can produce a different sensory expression. And in a market where consumers increasingly look for authenticity and singularity, this diversity is a formidable opportunity for producers.

Tomorrow’s European tea will be plural

The European tea market thus seems to be entering a new phase. Matcha is today the most visible locomotive. Maté is starting to attract attention. But behind these phenomena something deeper is taking shape: a new generation of consumers is rediscovering the immense world of teas and infusions.

This is precisely the diversity AVPA wishes to highlight.

The AVPA International Contest “The Teas of the World” is not limited to the great traditional origins. It welcomes productions from around the world and distinguishes monovarietal teas as well as infusions, blends and flavored teas.

This year again, all types of teas and infusions are welcome in the AVPA contest.

Because behind every new trend there is first a producer, a terroir, a know-how and a story to tell.